Reciprocal marketing agreement

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Reciprocal marketing agreement

A strategic alliance in which two companies agree to comarket each other's products. Production rights may or may not be transferred.

Reciprocal Marketing Agreement

An agreement in which two companies agree to market each other's products. For example, a peanut butter manufacturer might agree to market a certain jelly product when attempting to sell to consumers and retailers. In exchange, the jelly manufacturer does the same for the peanut butter. This is a relatively common marketing tactic for companies offering complementary, but not competing, products.